The personal care product that I rely on and that perhaps holds special meaning for me is Colgate brand of toothpaste. The reason for picking this brand is that I have used this product since my parents who had used the toothpaste for a long time introduced me to this brand and I have used it for all my life. In fact, prior to this assignment, I had not considered my brand loyalty to the Colgate toothpaste and even their toothbrushes. Considering that I brush my teeth daily, it is a fair assessment that I purchase the product regularly and use it on a daily basis.
Dental hygiene is a necessary part of my life considering the alternative, as such, having an effective toothpaste is essential. The Colgate toothpaste primary benefit to me is its facilitation of my dental hygiene. In addition, the brushing my teeth is a habit that was trained into me from an early age and the use of the Colgate toothpaste was incidental to that training. Therefore, by my usage of Colgate toothpaste is a part of a habit that has been formed and practiced for all my life. I am very loyal to the brand and I never even consider purchasing other brands if the Colgate brand is available in the stalls. The loyalty is a result of my training to consider the use of Colgate as a part of my daily ritual of brushing my teeth. However, it is critical to note that my lack of an alternative evaluation of other toothpaste brands is a result of the fact that the toothpaste prices are so close as to be indistinguishable. Therefore, the lack of price competition means that I have no motivation to change my brand loyalty.
The Colgate brand is a part of my extended self especially in my regards to the brand image. I have anthropomorphized the brand to appear as clean and effective and my safeguard from painful dentist appointments. It is noted that the view of brands in terms of human traits is a crucial part of the brand relationship to the identity of the consumer. Of course, my exposure to Colgate advertisements may have played a significant role in the development of the relationship between the Colgate brand and me. Colgate advertises as the only toothpaste that is approved by FDA and the American Dental Association as a prevention to dental problems including gingivitis. This brand has been a part of my daily life for my entire life; I consider Colgate a part of my life and my identity. Colgate toothpaste is a defining aspect of who I am; for example, I consider myself a clean person. The use of Colgate is an inherent part of the cleanliness . Therefore, Colgate is a part of how I define and identify myself. In addition, research has indicated that possessions, especially regularly used possessions become an integral part of an individual’s self-concept. In my case, Colgate toothpaste would apply to the same effect.
Colgate’s brand positioning in its product category is standard within the normal range of prices for similar toothpaste and quality. Arguably, this is a necessity when one considers its daily use in my oral hygiene and the fact that most people brush their teeth daily or even more regularly. With the large customer demographic, Colgate segmented its market into different categories and products including Colgate toothpaste, toothbrush, mouthwash and Colgate kids. In addition, Colgate has several different toothpaste products such as Colgate total, Colgate max fresh, Colgate 2in1, Colgate cavity protection, and Colgate ultra-bright among others. This allows the brand to capture the widest possible range of customers. For me, the reason the brand has special value to me is that I consider the toothpaste synonymous to my oral hygiene. The brand association for me is that the Colgate toothpaste is the only way to brush my teeth as I have done since I was a child.
In November 2015, a study conducted by Nielsen demonstrated that people are willing to pay more for the products whose companies are committed to sustainability. In addition, other studies have indicated that people are less likely to purchase products whose companies lack environmental awareness. In fact, some of the respondents indicated that they make their purchases depending on whether the product had markings to show that it was organic or environment-friendly. Colgate-Palmolive, the company behind the Colgate brand, has responded fast to these developments by motivating their consumers to recycle Colgate’s products and packaging. An example of this is the Colgate Oral Care Recycling Program. In addition, Colgate rewards schools whose communities make recycle most with playgrounds and other incentives. The study published led to a greater appreciation for environmental issues by Colgate- Palmolive.
In conclusion, my loyalty to Colgate toothpaste brand is a perfect demonstration of consumer relations for a particular brand. The reasons behind my loyalty include the fact that I have used that product all my life after being intruded to the brand by my parents. As such, I perceive the brand as a part of my daily life. The company has also demonstrated dynamism in its efforts to match the increasing desire for environmentally friendly products among its consumers.
Works Cited
Alexander, Nicholas and Mark Colgate. "Customers' Responses to Retail Brand Extensions." Journal of Marketing Management 21.3-4 (2005): 393-419. Print.
He, Hongwei, Yan Li and Lloyd Harris. "Social Identity Perspective on Brand Loyalty." Journal of Business Research 65.5 (2012): 648-657. Print.
Nielsen. Green Generation: Millennials Say Sustainability is a Shopping Priority. Study. New York: Nielsen, 2015. Online. <http://www.nielsen.com/us/en/insights/news/2015/green-generation-millennials-say-sustainability-is-a-shopping-priority.html>.
